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That’s the new tagline for Jeep’s new advertising campaign, designed to reestablish one of the most recognizable brand names in the world with a new look, feel and attitude.

“With nearly 70 years of legendary heritage, Jeep is a true global icon that has provided consumers a real sense of freedom and adventure from the very beginning,” said Mike Manley, President and CEO – Jeep Brand, Chrysler Group LLC. “The new Jeep campaign reinforces this idea, with a fresh new look, feel and attitude. We believe there is a little bit of Jeep inside everyone. Deep down, to some degree, everyone wants to seize every moment and live life to the fullest. This campaign gets to the core of those emotions, effectively communicating that unique ‘Jeep spirit.’”

The new tagline reflects the “Jeep Philosophy” of living life on one’s own terms.

“Our strategy with the new campaign is to embrace our loyal core enthusiasts, while igniting the Jeep spirit and passion for adventure in a broader audience,” Manley said.